Digital Marketing for Small Businesses

1. Digital Marketing Best Practices and Analytics An Overview of Tools and Practices

2. “Would you tell me, please, which way I ought to go from here?” asked Alice. “That depends a good deal on where you want to get to,” said the Cat.“I don't much care where,” said Alice. “Then it doesn’t matter which way you go,” said the Cat.

3. Good ROI (Return on Investment)

4. Good marketing is an investment. It only becomes an expense when you don’t get a return (or you don’t know what that return is).

5. Who I am? Tyler Brooks - Quantitative Growth Strategist Founder // Analytive MBA and BA in Entrepreneurship Google Analytics and Adwords Certified Email: tyler@analytive.com Cell: 574-780-4207

6. Part 1: Define Your Goals

7. Micro and Macro Conversions

8. Macro ● Make a purchase ● Visit a store ● Sign up to volunteer ● Download a coupon ● Make a donation Micro ● Sign up for an email list ● Engage on social media ● Watch a video ● Download a whitepaper Your analytics should track these!!!!!!

9. Macro ● Make a purchase ● Visit a store ● Sign up to volunteer ● Download a coupon ● Make a donation Micro ● Sign up for an email list ● Engage on social media ● Watch a video ● Download a whitepaper

10. Personas

11. Questions to Ask When developing personas Source: https://cdn2.hubspot.net/hub/137828/file-17623295-pdf/product%20classes/buyer% 20personas/developing-personas.pdf

12. What is their demographic information?

13. What is their job and level of seniority?

14. What does a day in their life look like?

15. What are their pain points? What do you help them solve?

16. What do they value most? What are their goals?

17. Where do they go for information?

18. What experience are they looking for when seeking out your products or services?

19. What are their most common objections to your product or service?

20. Part 2: The Funnel

21. Your Website ($$$) Email Marketing

22. Your Website Email Marketing

23. Part 3: The Tools

24. Website

25. A Good Website Answers: ● What do you do? ● Why do I (the customer) care? ● How do I get in touch with you?

26. Website Building Tools

29. Website Technical Optimization ● Mobile Friendly ● Loads quickly ● Visually Appealing ● On-site SEO optimization

30. SEO

31. Traditional SEO is a function of: ● Content (keywords and relevant text) ● Links (how many people link back to your site)

32. Is your website the best result for the query?

33. Social Media

34. 0.3% Total Social Media Sales

35. Most articles on social media are like:

36. You suck at social media. But it’s not all your fault.

37. The deck is stacked against you.

38. 10%Conversion Rate

39. At $100 per conversion: Email - $1,000 Facebook - $150

40. Facebook doesn’t want you to succeed organically.

41. They want you to pay them to reach your own followers.

42. Social media will continue to have diminishing returns.

43. In other words, the original promise of social media to create meaningful relationships with your customers is basically dead.

44. So what do you do?

45. Option 1: Drive engagement

46. Engage Emotionally

47. Emotional Engagement: ● Joy ● Anger ● Sadness ● Humor ● Interest/Curiosity ● Usefulness/Value

48. Case Study

49. 12,000 Customers in First Two Days

50. What They Do Differently: ● Content Creation ● Highly Human ● Humorous ● Great Product

51. People want to be entertained.

52. Fundamentally, this is TV advertising adapted to social media.

53. *Also, results not typical.

54. Option 2: Move Followers to Other Channels

55. Your Website ($$$) Email Marketing

56. Email Marketing

57. Good email marketing needs to be a part of your content strategy.

58. Email Marketing ● Subject ○ Engaging ○ Intriguing ○ Determines open rate ● Body/Content ○ Write with customers in mind ○ Determines click-thru rate

59. PPC

60. PPC (Pay Per Click) advertising is the easiest to quantify

61. ● Targets Intent ● Useful for searched terms ● Display network ads can do remarketing ● Useful for products people know they want ● Targets Demographics/Interests ● Useful for products people don’t know they want

62. Part 4: Putting It Together

63. What do I want to accomplish?

64. Goal: I want to build an email list that I can market to in the future.

65. Steps: ● Goal - Build an email list ● Medium - Social PPC ● Create: ○ Email course ○ Landing Page ○ Facebook Ad ○ Define Analytics ● Budget - $35

66. Results: $35 spend 55 clicks ~20 subscribes $1.75 per email

67. Why Does This Work: ● We have a goal ● We go where people are ● We give value ● We have a way to measure the goal

68. “I don’t have a digital product.” ● Use geotargeting (location based ads) ● Add a coupon or a discount (free drink, free app, etc.) ● Go back and read point two ^ (GIVE AWAY FREE STUFF!) ● Key each coupon so you can track them

69. Why It Makes Sense to Buy Your Customers a Beer ● Free Beer (Cost is 25%) ○ Beer is $5 ($1.25) ● Most people buy two! If you give away a beer and someone buys another one, you still make $2 in revenue after COGS.

70. “The Advertising man studies the consumer. He tries to place himself in the position of the buyer. His success largely depends on doing that to the exclusion of everything else.” -Claude Hopkins

71. Who I am? Tyler Brooks - Quantitative Growth Strategist Founder // Analytive MBA and BA in Entrepreneurship Google Analytics and Adwords Certified Email: tyler@analytive.com Cell: 574-780-4207

72. Credit: Store by Chameleon Design from the Noun Project